The impact of a country’s image on consumers’ buying intentions at foreign online stores: Extending trust based models to cross-border e-commerce

Activity: Talk or presentationOral presentation-


Consumers in today’s globalized digital marketplace are increasingly crossing the borders of their home country when shopping online. Insights from the literature indicate that a consumer’s image of a country might influence consumer’s perception of foreign products and foreign brands from that country. However, there are no studies yet that assess the effect of country images on perceptions of online stores in cross-border e-commerce. This study uses a cross-national survey in three European countries, with more than 2400 respondents, to reveal novel insights into how consumers perceive online stores from the USA and China.
Period29 May 2019
Event titleEMAC 2019
Event typeConference
Conference number48
LocationHamburg, GermanyShow on map